Inquiring Structure and Forms of Collaboration in Tourism through Social Network Analysis

Abstract

Collaboration in tourism is widely perceived as a solution for achieving success and for ensuring sustainability in tourist destinations. However, collaboration is a complex and dynamic process, and although there is a growing interest in understanding its mechanisms, much remains unexplored on the matter. The aim of this paper is to operationalise a network approach in analysing characteristics of collaboration in tourism and then to reveal structural weaknesses and strengths from a destination management perspective. The background for analysis is a well-known tourist destination in Romania (Vatra Dornei) that can be considered illustrative for a large spectrum of Eastern European destinations. Methodologically, Social Network Analysis (SNA) techniques were employed, centred on matters related to density and centrality of the tourism network. The results reveal a series of deficiencies inside the network, which have to be addressed by policymakers: (i) a general low level of collaboration; (ii) poor communication between public and private sectors; (iii) a reduced number of central stakeholders but high diversity regarding their fields of activity. The study contributes to the literature by advancing knowledge on particularities of collaboration among tourism stakeholders, while also adding evidence to the utility of SNA in understanding relational dynamics specific to tourism destinations.